Women at the Wheel: Ford CEO has plenty to smile about

The goal is to build on a great product by getting people to ‘love us,' says Dianne Craig

Dianne Craig, Ford Canada’s chief executive seen here at the Detroit Auto Show earlier this week, was born in Buffalo, N.Y. and now leads the automaker’s Canadian operations, including its national sales and marketing team, assembly plants and parts distribution.

Alexandra Straub

The 2013 calendar year for Ford Motor Company was a great one.

With new product introductions, record sales and continued growth in market share, things are looking good for the Blue Oval.

Needless to say, Dianne Craig has a lot to smile about these days.

“As the market leader, the competition is very eager to come after us,” the President and CEO of Ford Canada says. “I think that, what we have to do is — we have great product — but we want to build and have the reputation as having the best consumer experience in the industry.

“Great product is important, obviously, but at the end of the day, we have to have a really strong consumer experience. We want people to love Ford and Lincoln. Love us, and be our advocates.”

She adds, “It’s so exciting. The last four years we’ve been the market leader in a growing industry, which is something we are very proud of and continued to be humbled by and we don’t take it for granted for a minute.”

Craig, who was born in Buffalo, N.Y., stayed within the state for the first part her educational endeavours. While attending State University of New York, her love of math led her to an undergraduate degree with that emphasis.

But after completing her schooling, Craig was uncertain where she wanted her career path to lead. At one of her jobs, a colleague mentioned that there was an ad in the paper for an entry-level field position at Ford.

“I ended up applying and got the job,” she recounts.

Twenty-eight years later — she started working with the company in 1986 — she’s still at it. But not in an entry-level position.

While her many moons with the company dealt mainly in the areas of marketing and sales, part of Craig’s responsibilities in her current position entails leading Ford of Canada’s operations across the country, including a national headquarters, three regional offices, two branch offices, three vehicle assembly and engine manufacturing plants and two parts distribution centres.

She’s held various positions at Ford, including an array of sales and marketing posts, sales manager in the Pittsburgh Regional Sales Office and other assignments in the Detroit, Memphis and Atlanta regional offices.

Prior to her appointment at Ford Canada in November of 2011, Craig was responsible for all marketing, sales and service operations as the general manager for 520 Ford and Ford-Lincoln dealers in the Southeast United States.

In an industry that can be both volatile and cyclical, it can often be challenging to stay motivated.

“Over the last ten years, it has been a tough business and certainly over the last five years,” she said. “The highs are wonderful and the lows, not so much.”

But keeping her going when the going gets tough, Craig says: “I think, on a personal note, what drives me is being a good role model for my 14 year-old daughter.

“From a professional standpoint, what drives me is being the best that I can in the role I’m in,” she adds.

As for being a female executive in a still predominantly male industry, Craig says she’s been really blessed since she came into the job.

“There was a lot of interest because I’m a woman, which, sometimes got a little bit irritating, to be really honest with you,” she continues.

During her career, she acquired an MBA from Ohio State and adds: “Because, at the end of the day, it’s the right person for the job regardless of gender.

“I’ve had incredible mentors, both male and female, over the years and they helped position me to get this job.”

And as more and more women become prominent figures in the industry, she hopes that allows others to see that there are opportunities for females to enjoy a fruitful career within the automotive realm.

When asked if she could sum up her career in few words, Craig responded: “Blessed and very fulfilling.”

“It’s an incredible business to work in and certainly Ford’s an incredible company to work for.”